The Eye Movement Research Of Influence That Decision Making Style、Psychological Distance And Frame On Risk Preference

Risk preference has always been the focus in many disciplines especially in the management and psychology.The frame as the feature of materials,psychological distance as the decision-making situation,and the decision-making style as the individual psychological characteristics have been chosen to explore the synergistic effect to risk preference and the interaction between them using the eye-movement technique.The results were as followings:(1)Subjects significantly took more risk in negative frame than the positive;subjects spent significantly longer time in negative frame.(2)With the increase of psychological distance,individuals became more risk-seeking;main effect of psychological distance was significant in reaction time.(3)Intuitive style risk preference was significantly higher than analytic style;but in reaction time did not reach the significant level.(4)The interaction between psychological distance and frame was significant.(5)Analytic style need much more mental effort in information processing than Intuitive style;the processing speed is faster and the cognitive load is larger under the positive frame and nearer psychological distance.